Why Marketers Should Go Rogue with Blogger Outreach


blogger outreach

blogger outreach

One of the principals that I follow when it comes to marketing is to not follow any principals.

I’m a fan of embracing all aspects of marketing as one giant grey area and I stray away from strategies where people try to assign rules or draw strict black and white lines. Ugh.

When I coach clients on their blogger outreach strategies, I certainly give them tactics and advice, and tell them about strategies I’ve seen that work. I never apply any “absolutes” or have a list of “rules.”

Depending on your business or the product that you want to promote, there are all kinds of fun grey areas for you to explore. There are so many opportunities to be bold and break the rules that some stickler marketers have put in place.

Sounds a little fun and exciting doesn’t it?

I dare you….

But first, let’s take a look at some blogger outreach strategies that have strayed from the norm; that have defied traditional marketing; that have done their own thing and gone rogue.

Ford Hosts an Event for Bloggers Who Don’t Like Their Brand

Ford’s digital communication team decided to be bold and stray from the norm when they invited bloggers (who had formerly written negative things about the brand) to a blogger event.

In doing so, Scott Monty, head of strategy, believed he was presenting an opportunity for Ford to show influential voices how innovative and committed to safety they are. I dig it.

Brand Sends Bloggers Dirty Clothing

Laundry detergent brand Ariel Stain Remover got creative in marketing their detergent by sending fashion bloggers brand-name clothing that was so stained it was difficult to tell what the apparel actually looked like.

Of course, the clothes came with the detergent, so bloggers had to wash the clothes to reveal the design. This campaign was a huge success and got a ton of buzz; so much so that, for a short time, they had a line of stained clothing in stores complete with their stain remover…

Author Uses Bloggers for “Virtual” Book Tour

Steve Olsher, author of What is Your WHAT? Discover the ONE Amazing Thing You Were Born to Do wanted to promote his book without physically touring the country.

Steve hired PR agent, Brittney Borowicz, to help him spread the word of his newly published book and Brittney decided a virtual book tour full of blogger book reviews was the way to go.

Are You Ready for This?

Now, don’t get me wrong. I’m not telling you to go crazy and send bloggers random items.

What I’m telling you is to think outside the box and stray away from “what to do” and “what not to do” mentalities when it comes to marketing with bloggers for your brand.

It’s great to be creative and do something different. That is what gains attention. Just make sure to always keep in mind that any new plan should still be thematically relevant to your brand.

Do you have an example of a blogger outreach strategy or campaign going rogue? 

Image courtesy of FreeDigitalPhotos.net

About the Author:

Kristen Matthews

This monthly Blogger Outreach column is contributed by Kristen Matthews. Kristen is the marketing and community manager for GroupHigh in Boulder, Colorado. A constant thirst for creativity has driven her in to this profession because it’s full of writing and new ideas. Kristen is passionate about content marketing and blogging because of the collaborative aspects these trends in marketing have taken. Kristen on Google+

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